The Word of a Power Holders’ Mouth

Through five studies we provide insights into the relationship between power and word of mouth (WOM) by showing that power moderates peopleĀ“s tendencies to refrain from transmitting negative WOM, and by showing that people value WOM from a power holder more than WOM from people of equal or lower power.



Citation:

Michelle van Gils, Derek Rucker, and Andrea Weihrauch (2015) ,"The Word of a Power Holders’ Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 811-811.

Authors

Michelle van Gils, KU Leuven, Belgium
Derek Rucker, Northwestern University, USA
Andrea Weihrauch, KU Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

Read More

Featured

Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA

Read More

Featured

Attenuating Endowment Effect with Venmo: Online Payment Systems Make it a Pleasure to Pay

Liang Huang, University of Arizona, USA
Jennifer Savary, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.